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All Journal Jurnal Mirai Management JSAI (Journal Scientific and Applied Informatics) Journal of Management and Business
Harsi Romli
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Religion Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering

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Journal : JSAI (Journal Scientific and Applied Informatics)

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Optimasi Strategi Pemasaran E-Commerce Melalui Prediksi Konversi Berbasis Machine Learning Agustina Heryati; Terttiaavini, Terttiaavini; Septa Cahyani; K.Ghazali; Harsi Romli; Iski Zaliman
JSAI (Journal Scientific and Applied Informatics) Vol 8 No 1 (2025): Januari
Publisher : Fakultas Teknik Universitas Muhammadiyah Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36085/jsai.v8i1.7553

Abstract

The research identifies the problem of enhancing e-commerce sales conversion through TikTok amidst intense content competition. The objective of the study is to develop a machine learning-based marketing strategy to analyze user behavior and categorize them into Non-Purchasers and Purchasers.The method employed includes clustering using K-Means, K-Medoids, and Fuzzy C-Means algorithms, with K-Means demonstrating the best performance, achieving the highest Silhouette Coefficient (0.1857) and the lowest Davies-Bouldin Index (1.9991). Following clustering, classification is performed using Naïve Bayes, Decision Tree, and Random Forest algorithms. The Random Forest model yields the best results with an accuracy of 0.9945, showcasing its effectiveness in predicting sales conversions.The conclusion of this study indicates that K-Means and Random Forest are the optimal methods for clustering and classification, respectively, in understanding user behavior on TikTok. These findings can assist e-commerce players in tailoring their marketing strategies, improving sales conversion rates, and enhancing advertising efficiency
Co-Authors Agustina Heryati Antika Ayu Anggraini Aris Munandar Iski Zaliman K.Ghazali Moch Isyaraq Fathan Septa Cahyani Terttiaavini, Terttiaavini Vhika Meiriasari